An experimental study on premium measurement in response to residents' willingness to pay for green housing in urban areas

As the market continues to progress, the provision of green housing will inevitably increase, leading to a rising significance of residents' willingness to pay in determining the premium pricing and market promotion of these residences. This research measures residents' willingness to pay response experimentally, examining the driving mechanisms behind willingness to pay for green housing and the associated premium levels. Experiments revealed the following findings: (1) Intervention experiments on key driver factor (the mediating variable operational trust) of the theoretical model showed that willingness to pay among experimental group residents (green housing neighborhoods) increased from 269 to 291 CNY/m² (an 8 % increase), while the control group residents (residential building neighborhoods) experienced an increase from 170 to 236 CNY/m² (a 39 % increase). (2) Thirty scenario experiments on key driving factors (the mediating variable informational appeal) in the theoretical model demonstrated that, with information intervention, residents' willingness to pay increased by 27.5 %, which is less than the result derived from direct inquiry (29.4 %). Policy recommendations are based on the conclusions of the study.